Gross revenue retention

Gross revenue retention starts with the recurring revenue you had at the beginning of a period and asks how much of it is left at the end, from the same customers, after taking out what you lost. Upgrades, add-ons and price increases are left out on purpose. GRR vs net revenue retention (NRR): - GRR counts only losses: cancellations, downgrades, smaller orders and failed payments. It can't go above 100%. - NRR adds back expansion from the same customers, such as bigger orders and add-ons. It can go above 100%. - Together they tell a fuller story. A high NRR with a low GRR means you are losing many customers and making up for it by selling more to the rest, which is fragile. Using it for subscription brands: - Measure it on a fixed group, such as subscribers active on January 1, and track them through the year. - Count failed payments that never recover as losses. They are often the biggest fixable leak. - Compare GRR by product, plan length and acquisition channel to see which customers stay. What moves it: easy skips and pauses instead of cancels, failed payment recovery, frequency options that prevent overstock, and save offers matched to each cancel reason.